Subsequently, the company’s role within business has heightened, with the Showcase 2014 audience attending the ‘iOS in Business’ seminar understanding why Apple is excelling within this space.

Incorporating a vertical model to its approach, which features an integrated hardware and software approach, Apple believes that when it pushes the boundaries of hardware technologies, it does so safe in the knowledge that its accompanying software can keep pace as well.

Citing examples such as Touch ID, Control Centre and AirDrop, Apple claims iOS, showcased through flagship iPhone and iPad devices, has redefined user expectations and changed conversations in boardrooms across the world.

With a greater focus on the end-user, and how they can operate as efficiently and productively as possible, Apple believes its Multi‑Touch interface in iOS helps break down previous barriers to business.

“The device gets out of the way to let you immerse yourself in the task at hand,” says the company’s website - when describing iOS in Business.

“For the first time ever we’re putting IBM’s renowned big data analytics at iOS users’ fingertips, which opens up a large market opportunity for Apple,” said Tim Cook, Apple CEO, in July.

“This is a radical step for enterprise and something that only Apple and IBM can deliver.”

The first of the IBM MobileFirst for iOS Solutions – the ‘made for business apps’ – is available in early 2015 for those outside of the US, targeting “specific industry issues” or opportunities in retail, healthcare, banking, travel and transportation, telecommunications and insurance, among others.